Hollywood Casino

LEGACY CASE STUDY
Changing the Game for Maine’s Gaming Industry

Hollywood Casino Hotel & Raceway in Bangor, Maine, is a major entertainment destination operated by Penn Entertainment. For years, the casino served the region with slot machines and harness racing—but by 2011, its future hinged on one pivotal question: could it offer table games?
How We Helped Hollywood Casino Win a Countywide Ballot and a Statewide Precedent
Challenges Faced
A new competitor, Oxford Casino, had just been approved in western Maine through a statewide ballot initiative. Oxford Casino was approved as a full-fledged casino, meaning it could have table games. Hollywood couldn’t match the experience—and without parity, it risked losing patrons, revenue, and relevance.
The solution seemed simple: add table games in Bangor. But getting there was anything but easy.
Hollywood’s expansion required voter approval through a countywide ballot initiative—a high-stakes campaign that would unfold under public scrutiny. The team faced early polling that showed a challenge for passage, a skeptical public wary of gambling expansion, and a compressed timeline to shift perception and secure a win.The challenge was clear: reframe the debate, rally the region, and win at the polls.
Objective
- Secure public approval for table games via a Penobscot County referendum
- Position the issue as one of fairness and local economic impact, not gambling expansion
- Mobilize a broad coalition of supporters from the business, nonprofit, and civic sectors
- Educate voters on the economic benefits Hollywood Casino has already provided to the region
The Strategy
We treated this campaign like a full-scale political race—because that’s what it was.Our central message was simple and sticky:
“If Oxford has table games, Bangor should too.”
This equity-focused narrative became the foundation for a campaign that was fast-moving, multi-channel, and deeply community-centered.
We built a speaker’s bureau led by Hollywood’s general manager and amplified it with respected voices across business, government, and agriculture. From Rotary and Kiwanis to Chambers of Commerce meetings and town forums, we made the case face to face—dozens of times.
We combined grassroots visibility (canvassing, door hangers, and a powerful visual map showing how far employees commuted from across Penobscot County) with mass media (radio, TV, social media, and direct mail) to reinforce the region-wide benefits.We didn’t shy away from the tough questions. We led with transparency and focused on what the public cared about: jobs, fairness, and the future of a community institution.
The Results
69.4% of Penobscot County voters said yes.
In March 2012, table games officially launched at Hollywood Casino, transforming the experience for guests and securing the casino’s competitive future.
But the win wasn’t just about blackjack and poker tables. It permanently shifted public perception of Hollywood Casino from “slots and racing” to a key contributor to the region’s economy, a partner to nonprofits, and a trusted community employer.
Even more significantly, the campaign set a statewide precedent. Hollywood’s victory opened the door to table games in Maine, ushering in a new era of modernized gaming that continues to benefit towns, charities, and employees across the state.
“This wasn’t just about keeping up—it was about standing up. Our message resonated because it was rooted in fairness, local impact, and what’s right for Maine.”
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